手机游戏用户粘性影响机制研究:整合Flow理论和TAM理论

Empirical Research of the User Stickiness of Mobile Game:The Integration Theory of Flow and TAM

[目的 /意义]通过解析手机游戏用户粘性影响因素与影响机制,扩展Flow和TAM理论,同时也为手机游戏开发以及运营厂商就如何提高用户粘性提供具体的解决思路。[方法 /过程]以Flow理论和TAM理论为基础,通过手机游戏设计、手机游戏内容以及玩家自身这3个维度来探究手机游戏用户粘性影响因素,使用Smart PLS结构方程对收集到的163个调查样本数据进行实证研究。[结果 /结论]模型结果显示,心流体验是影响手机游戏用户粘性的重要因素,互动性、远程感知、实用性、感知控制力对心流体验具有显著的正向影响。研究还发现男女生两种样本在部分路径比较中存在显著差异。

[ Purpose/significance ] By analyzing the influence factors and mechanism of mobile game user sticki- ness, this paper expands the application of the flow theory and technology acceptance model. Besides, it also helps the game developers and operators to enhance the user stickiness. [ Method/process] Based on the flow theory and technology acceptance model, the paperfindsthat factors affect the user stickiness through three dimensions- -mobile game design, mo- bile game content and game players. This model is tested using 163 individual survey data and the results support the pro- posed research model. [ Result/conclusion ] The results find that flow experience plays an important role in affecting the user stickiness. Furthermore, flow experience also is positively affected by interaction,telepresence, perceived control, as well as perceived usefulness. It is also shown that the genderaffects the process of user stickiness of mobile game.